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The Sharing Economy: an Innovative Way to Do Traditional Business by Jennifer Gardner, NAIC Data Coordination and Statistical Analysis Manager November 2016

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The Sharing Economy: an Innovative Way to Do Traditional Business by Jennifer Gardner, NAIC Data Coordination and Statistical Analysis Manager November 2016 The Sharing Economy: An Innovative Way to Do Traditional Business By Jennifer Gardner, NAIC Data Coordination and Statistical Analysis Manager November 2016 The unemployment rate, currently at roughly 5%, peaked after the 2007–2008 financial crisis at 10% in October 2009.1 Consequently, many individuals stopped seeking employment and have increasingly looked to make money in what is sometimes referred to as the “gig economy.” According to the Bureau of Labor Statistics (BLS), in October 2016, more than 15 million people in the U.S. designated their status as “self-employed.” Moreover, 53 million individuals reported doing freelance work in the U.S. in 2016, representing 34% of the workforce.2 As a result of the financial crisis, many corporations began downsizing, leaving millions unemployed. According to a study by the National Bureau of Economic Research (NBER), during the financial crisis, “those countries whose unemployment grew the most suffered the biggest loss in confidence in institutions.”3 The study found “relatively high state unemployment rates yield substantial and statistically significant declines in trust in ‘big business,’ ‘major companies’ and a similar (albeit insignificant) decline in the perceived honesty of ‘business executives.’” After the financial crisis, distrust for big business grew, and people began looking for different ways to buy and sell goods without the added cost and hassle of a middleman. At the same time, millions of unemployed Americans began looking for new opportunities to earn money. The sharing economy is simply a new term for an old method of commerce that can now be completed faster than ever with the advent of smart devices driving constant communication and instant gratification. According to a study conducted by the Pew Research Center, in October 2015, 68% of Americans had smartphones, up from just 35% in 2011, while 45% of Americans had tablet computers.4 Applications for smart devices have the capability of making instantaneous connections between buyers and sellers. The sharing economy is essentially an online or application-based economy, where buyers and sellers communicate and process business transactions. Sharing economy companies create a faster, simpler way to match supply and demand, using online technologies often through a smart device application 1 http://www.bls.gov/home.htm. 2 Hippie, S., and L. Hammond, 2016. “Self-employment in the United States,” accessed at www.bls.gov/spotlight/2016/self-employment-in- the-united-states/pdf/self-employment-in-the-united-states.pdf. 3 Stevenson, B., and J. Wolfers, J., 2011. “Trust in Public Institutions Over the Business Cycle,” National Bureau of Economic Research, accessed at www.nber.org/papers/w16891.pdf. 4 Anderson, M., 2015. “Technology Device Ownership: 2015,” Pew Research Center, accessed at www.pewinternet.org/2015/10/29/technology-device-ownership-2015/. November 2016 to match buyers and sellers. Ebay was founded in 1995 as a peer-to-peer online marketplace and became hugely popular in the early 2000s. Ebay started a rating system whereby users are encouraged to rate one another on each transaction. This rating system provides a way to evaluate the experience and provide reviews of each user. Ebay encourages buyers and sellers to read the reviews of the person with whom they intend to do business, placing the responsibility for safety and precaution on its users instead of the company. Uber adopted the Ebay business model, developing a peer-to-peer transaction that uses user ratings and reviews. Uber, which started as a black car service in 2009, realized there was more market share to gain through lower-cost trips and began its commercial ride-share model in 2013. This model builds trust into each transaction. On both sides, these ratings help people trust they will get what they are expecting. This model plays perfectly into the recession-era mindset of mistrust for big business and going local, adding an element of human connection to every transaction. • COMMON TERMINOLOGY The “sharing economy” was coined from the idea that people allow strangers to use their personal items, much like sharing. Essentially, the sharing economy is creating a business venture by renting personal items or providing services to people found online in a digital community. However, this type of sharing is not free. True sharing economy companies are those that do not involve an exchange of money—for example, sites like freecycle, couchsurfing, Maine Tool Library and Neighborgoods. The U.S. Department of Commerce Office of the Chief Economist (OCE) recently proposed a new term for the “sharing” or “collaborative” economy, suggesting that a better description is “digital matching firms.” The OCE stated these firms exhibit the following characteristics: “1) they use information technology, typically available via web-based platforms, such as mobile ‘apps’ on Internet-enabled devices, to facilitate peer-to-peer transactions; 2) rely on user-based rating systems; 3) offer the workers who provide services via digital matching platforms flexibility in deciding their typical working hours; and 4) to the extent that tools and assets are necessary to provide a service, digital matching firms rely on the workers using their own.”5 There are many different terms derived from the so-called sharing economy. Commonly used terms include “app-based economy,” “collaborative consumption,” “gig economy,” “on-demand economy,” “peer-to-peer markets,” and “e-lancing.” • App-based economy is a term based on the premise that many of these companies sprouted from the use of smart device applications. Transactions are all handled through a device so people have easy access to a constant stream of communication between buyers and sellers. • Collaborative consumption is based on the way consumers use products and find services. The green movement and the sense of urgency surrounding climate change have made Americans 5 www.esa.gov/sites/default/files/digital-matching-firms-new-definition-sharing-economy-space.pdf. 2 © Copyright 2016 National Association of Insurance Commissioners, all rights reserved. November 2016 evaluate the way they use products. There is a movement to use less, recycle more and live more simply. In accordance, collaborative consumption is the idea that one person owns an item, such as a residence or good, that they do not need access to around the clock so they rent it out while they are not using it. In this way, we reduce the need to manufacture new goods by using items already in existence. Because we have constant communication with others through smart devices and applications created specifically for these types of transactions, we maintain our instant gratification lifestyle while reducing waste. • Gig economy is a slightly different spin on the sharing economy that allows people with time and skills an opportunity to make money. Companies like TaskRabbit and Zaarly allow users to find someone to do their chores for them. Services listed include lawn care services, minor home repairs, furniture assembly, cleaning or even waiting in line. The user explains what he or she needs to have done; lists the date, time and address; and then waits for a “tasker” to accept the job. • On-demand economy refers to immediate delivery of goods. The on-demand economy and the sharing economy contain overlapping themes of immediate gratification and service in an instant. • Peer-to-peer markets, as defined by the NBER, are those that “allow small suppliers to compete with traditional providers of goods or services, making it easy for buyers to find sellers and engage in convenient, trustworthy transactions.”6 Peer-to-peer markets include any type of company that matches buyers and sellers of goods or services without the need for a middleman. Peer-to-peer lending platforms exist to provide an alternative to financial institutions for obtaining a loan. Lemonade is the first peer-to-peer insurance marketplace to enter the U.S. Lemonade’s business model is essentially an online mutual company that pools resources to cover its members. If members incur a financial loss, they are entitled to receive indemnification from the pooled premiums. If there are no losses in a given period, the members are refunded a portion of their initial premium payment. Lemonade has yet to begin selling policies in the U.S., although it has projected to be up and running soon. • BUILT ON TRUST Airbnb founder Joe Gebbia presented a Ted Conference in March 2016 on how Airbnb designs for trust. Airbnb originated as a peer-to-peer rental site whereby a person could rent his or her home to strangers for a fee. Airbnb encountered several problems with its original model. One of the problems was people were reluctant to trust complete strangers. Airbnb determined that by creating a means of communication between the renter and owner, it could reduce that reluctance. It created a rating system where users could review and rate the property, as well as the owner. Airbnb increased the information about hosts available on the site and even provides recommendations for the correspondence between host and guest. It promotes communication that includes likability and kindness—therefore, strengthening mutual respect and trust between the parties to the transaction. 6 Einav, L., C. Farronato, and J. Levin, 2015. “Peer-to-Peer Markets,” National Bureau of Economic Research Working Paper No. 21496. 3 © Copyright 2016 National Association of Insurance Commissioners, all rights reserved. November 2016 After implementing this new business model based on trust, the number of stays booked through the site soared. We all seek to do business with those we trust. The sharing economy seeks to capitalize on that by building trust in the individuals using the site, as well as trust in the company’s brand. Airbnb is building its brand as a trusted source for creating fun new experiences with individuals you come to know and enjoy doing business with.
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